Charles Jeffrey LOVERBOY presents “I Am a Product”
A one-night-only display of British bombast and balderdash in the heart of Paris: a celebration of moral decline.
As we were designing Charles Jeffrey LOVERBOY’s Autumn/Winter 2025 collection, we became fascinated by the tension between playfulness and existential gloom—an enduring hallmark of countercultural movements throughout history. Concepts like decay and degeneracy, often weaponized to suppress youth culture, queerness, and fashion, reveal society’s anxiety about time and change.
This event, like the LOVERBOY brand itself, is an act of defiance and joy—a bold insistence on individuality in the face of conformity. Tonight, in Paris, we gather our community in resistance, celebrating queer creativity, resilience, and bravery in the face of anti-queer, anti-trans, and anti-immigrant hostility worldwide.
Charles Jeffrey
This is not just a show, but a happening—a collective offering born of minds across fashion, performance, adult entertainment, and art. Together, we bring a slice of the queer underground to the tradition and formality of Paris Fashion Week. Here, we grapple with personal and political demons while remaining irrepressibly creative, curious, and free. The collection itself unsettles the foundations of English respectability, reworking its tailoring and materials into something both playful and provocative.
From droopy trousers and massive, fluffy decorative ears to eerie, twisted jersey and slashed, multicoloured knits, these clothes embody a tension between whimsy and rebellion. Exuberant pieces like crocheted Mallard-shaped bags sit alongside frayed and distorted forms, as if the last survivors of English counterculture have raided the remnants of respectability on their way out.
Inspired by the Victorian fin de siècle and the cabarets of Weimar Berlin, we explore how past generations have responded to dread—both external and internal—through decadence and artistry. This story of defiance and survival unfolds through a series of musical performances: beginning with Dinah Lux playing Ravel on the piano, followed by Charles Jeffrey himself bringing his full character to the stage, culminating in a performance by BULLYACHE. Together, they transform homoeroticism into a symbol of spiritual struggle. These acts bring a taste of imperilled London nightlife to Paris, challenging the industry’s status quo.
This season, Charles Jeffrey LOVERBOY is proud to partner with Pornhub, whose support has helped us unite fashion and performance while engaging with the evolving landscape of adult entertainment. This collaboration explores empowerment and reclamation, amplifying new voices within trans, non-binary, and gender-fluid communities.
To celebrate this partnership, we’ve designed a series of wearable pieces and show-stopping looks. Featured talent and Pornhub Brand Ambassadors Queenie Sateen and Natassia Dreams embody this union, donning hand-crafted crochet gowns that reflect the artisanal ethos of LOVERBOY’s new accessory line. These garments merge our vision with Pornhub’s commitment to championing marginalised voices and reclaiming the narrative around the male gaze.
As you witness tonight’s performance, we invite you to sit with a question: What is a fashion brand today? What is the sum of its parts? And in the face of an all-encompassing global clamp of consumerism and strife, where do we—and you—stand?
Words by Shon Faye
BULLYACHE
BULLYACHE, the visionary artist duo renowned for their interdisciplinary music and dance performances, takes the stage to present an original dance-theatre and live music work. Transforming the Dover Street Market Paris basement into an electrifying wrestling arena, BULLYACHE unveils LOVERBOY’s AW25 collection through a visceral storytelling experience on a 360-degree central stage. Ambient beauty collides with raw chaos in a 75-minute performance that defies convention.
BULLYACHE (Courtney Deyn and Jacob Samuel) is an artist duo creating interdisciplinary, music and dance performance works. They are currently performing three theatre based works; TOM, Who Hurt You? and the upcoming, A GOOD MAN IS HARD TO FIND.
Courtney, whose roots trace back to ballroom dance halls and Latin-American dances, trained at the Rambert School of Ballet and Contemporary Dance, and was the winner of the first prize at the International Diaghilev Competition of Choreographic Art. He is also an established musician and filmmaker. Jacob is a multidisciplinary artist with an academic background in visual anthropology from Goldsmiths, University of London. Their work looks into representations of class through the re-staging of pop culture iconography. Together they founded the multidisciplinary project BULLYACHE in 2020 to create works that are an exploration of the emotional and visual overload of contemporary life, through the lens of queer and working-class identity.
METAL & WATER
Metal & Water is a new London-based production company for dance, creating where dance meets fashion, music, film, visual arts & nightlife. Metal & Water are BULLYACHE’s lead producers, together we work with UK & international partners to co-create the optimal conditions for making and sharing dance, choreography and live performance.
THE RING GIRLS
Pornhub’s collaboration with Charles Jeffrey LOVERBOY provides an incredible opportunity to merge fashion with the themes we navigate every day as two queer creatives in the adult industry,” said Pornhub Brand Ambassadors Queenie Sateen and Natassia Dreams. “The collection’s subversive reimagining of traditional English tailoring and materials—symbols of respectability—felt deeply meaningful. Being part of this journey and celebrating the transformative power of creativity is truly inspiring.” This collaboration is a celebration of empowerment, creative expression, and the breaking of conventions – a synergy of Pornhub’s evolving platform and Charles Jeffrey LOVERBOY’s ever-expanding universe.
HAIR AND MAKE-UP
For the hair and makeup inspiration for this project, we drew from LOVERBOY’s deep adoration for the post-punk and no-wave movements of the late 70s and early 80s. Icons like Lou Reed, Nico, Grace Jones in their early careers, as well as the legendary John Waters, Divine, and Crystal LaBeija, served as key references. Their approach to makeup, drag, art, and music during that time continues to excite and inspire me.
My drawings have always carried a distinct voice, and pairing them with something calmer and more considered, yet still anarchic, feels incredibly relevant for 2025. It’s about celebrating the spectrum of queer creativity and individuality, showing that we can embody a multitude of expressions in our art and lives.
Collaborating with Terry Barber on the film in London and then taking it further with Baltasar Gonzalez Pinel for the performance with BULLYACHE allowed us to develop looks that feel deeply connected to my artwork. I wanted to capture a duality—shifting from something more subdued and introspective in the film to hyper-colorful, bold, and unapologetically queer for the performance. This contrast highlights the many shades of expression within queer identity.
CHARLES JEFFREY
For our debut collection at Paris Fashion Week, we chose to present it as an immersive experience rather than a traditional runway show. This format allowed us to fully express ourselves not only as a fashion brand but as a cultural force rooted in art, music, performance, photography, and video. Our aim was to create a space in Paris where anyone could step in—whether for 10 minutes or two hours—and truly feel the essence of the collection and what Loverboy represents.
For the first time in my career, I designed a collection without relying on research. This season came straight from my sketches, my heart, and my soul. It’s the first collection following our 10-year milestone, so I wanted to flex the creative muscles I’ve developed over the years, crafting a collection that feels directly connected to the customer and to what they recognise as quintessential Loverboy.
It’s a fascinating time to be a designer. The industry often treats creatives like chess pieces, moved and discarded at will. This grotesque dynamic made me reflect on the idea of being a “product”—a disposable commodity—rather than someone whose story and artistry are nurtured. It’s a stark reminder of how fleeting fashion can be, yet also how storytelling remains its foundation. Recent moments, like John Galliano’s stunning collection for Margiela, reminded me of the importance of narrative in fashion and inspired me to lean into Loverboy’s performative, collaborative spirit for this show.
For this collection, we worked with BULLYACHE, an extraordinary dance and music duo led by an old flatmate of mine, to create a work that captures the tensions of our time. In a world of increasingly divided opinions and rising right-wing populism, particularly against the LGBTQ+ community, it’s impossible to ignore the political context we exist in. While I don’t set out to make my work overtly political, these realities inevitably seep in. Through this performance, we’ve juxtaposed this charged, political undertone with a commercial collection. It’s a reflection of the balancing act we face: using art to tell challenging stories while making work accessible and wearable. And where better to explore this duality than in Paris—a city synonymous with subversion and radical creativity?
I’m incredibly grateful for the support we’ve received, from Dover Street Market offering us the space to Pornhub providing financial sponsorship. These collaborations have enabled us to execute this vision at the highest calibre, and I’m thrilled to share it with the world. This moment feels like the perfect synthesis of everything Loverboy stands for: collaboration, culture, and storytelling.
Here’s to the next chapter,
Charles Jeffrey – Designer & Founder, Loverboy
CREDITS
EVENT
Creative Director: Charles Jeffrey
Creative Consultant: Bunny Kinney
Styling: Charles Jeffrey LOVERBOY
Performance Direction, Choreography, Music & Casting: BULLYACHE (Courtney Deyn and Jacob Samuel)
Dance artists: Wilchaan Roy Cantù, Sakeema Crook, Courtney Deyn, Sam Dilkes, Oliver Rumaizen, Connor Scott
Assistant Choreographer: Sam Dilkes
Production: Metal & Water
Production Management: Helen Mugridge
Lighting: Bianca Peruzzi and Laurie Loads
Videography: Rebecca Salvadori (direction, dop), Toby Leary (dop)
Piano: Dr Jacob Mallinson Bird
Pornhub Brand Ambassadors: Queenie Sateen & Natassia Dreams
Hair: Sam Elliot for @TONI&GUY
Make up: Baltasar Gonzalez Pinel for @MACcosmetics
Press: Spread The Word PR (France), Purple PR (Europe & USA), Peoples Revolution (Pornhub)
Trainers by: Converse
Heels by: Gina Shoes
All banana boots and claw shoes by: Charles Jeffrey LOVERBOY
Presenting Partner: Pornhub
FILM
Creative Director: Charles Jeffrey
Director: Bunny Kinney
DOP: Tom Eames
Camera Assistant: Ryan Tiernan
Gaffer: Bruce Jackson
Producer: Seth Footring
Casting: Max Kallio
Casting Assistant: Cael Devers
Editor: Jenkin Van Zyl
Music by: The O.R. Band
Music Production: Tom Furse
Styling: Charles Jeffrey LOVERBOY / Pete Clubb
Hair: Sam Elliot for @TONI&GUY
Make Up: Terry Barber for@MACcosmetics
Photographer: Emma Jones
Talent: Erinn Mcdonnell, George Adamson, Isacc Aba, Luke Saul, Mariam Konneh, Zeyan Ye, Mia Min
Team: Naomi Ingleby, Diani Diaz, Daniel Rozsahegyi, Emma Istvánffy, Sophia Cook Browne, Christopher Goodman, Raquel Maillo Garcia, Charlie Hughes, Moira Gonzalez, Haris Abassi, Caoimhe Kelly, Nataliya Brady, Ella Newey.
Assistants: Mia Min, Bowen Gou, Buzz Shatford, Sumi Kim, Soriah Abraham, Florence Kelk Whall, Chin Woo Lee, Laurin Hofner
Special thanks to:
Stefano Martinetto, Giancarlo Simiri, Fabien Bonnin, Giovanni De Marchi, Marco Vianello, Fabrizio Laconi, Maddalena Boschin, Pia Joosten, Aria Fujiyoshi, and all the Tomorrow team.
Kim Jones, Julien Dufour, Marie Montiglio, Marcos Bessa, Nancy Oakley, Andrew Ceciliato, Megumi Keogh, Sarah Wood, John Redman, Jordan Perry, Kelly Cutrone, Julia Jones, Alexzandra Kekesi, Emilie Perreault, Michael Di Staulo, Cole Wassner, Val Moreno, Arnis Koleda, Sherrill Smith, Ropa Pandit, Live Apelland, Alice Lamaison, Jon Wilsdon, Indira Schauwecker, Vito Tarbuck, Cos Sakkas, Janis Deroo, Saikat Chakraborty, Jessie Lefler, Xavier Rodrigues Lucena,Anna Naggar, Nancy May Roberts, Kate Coffey, Floriane Aupetit, Djeason Valerio, Sylvain Marachlian and all the Dover Street Market Paris Team.
ABOUT
LOVERBOY is a creative force springing forth from the mind of Scottish Creative Director and Designer, Charles Jeffrey. Based in London – in the catacombs of historic Somerset House, to be exact – LOVERBOY continues to build on its stellar start in the fashion industry, taking on new challenges and reaching new customers year on year.
From humble beginnings in Charles’s East London bedroom, LOVERBOY is now an international fashion powerhouse, carried in over 90 stores across the world, and employing a team of ten full-time staff.
Drawn to the inherent magic in queerness, Charles and his collaborators create fashion dreamscapes, adding new layers to the brand’s story with each passing season. Together they weave the folkloric thread of Scottish history into the rich tapestry of London’s queer nightlife and music scenes.
A radical sensibility informs all of LOVERBOY’s output, and the brand is proudly committed to making clothes that can be worn by anyone, in any conceivable way. With LOVERBOY entering its eighth year, Charles and his team of fashion visionaries are taking this approach to new heights, drawing inspiration from art, music and unconventional sources of queer joy.
Renewed connection to nature, the body and notions of queer wellness are all key creative stimuli in LOVERBOY’s current future-facing phase. The brand will also continue to renew its focus on collaboration through partnerships with artists in residence who act as contributors to the design process
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